The most current and comprehensive guidebook for improving the marketing performance
for lifelong learning programs ever published. Includes:
•Advanced marketing strategies
•How to select your marketing niche
•Marketing on the Internet
And much more...
The changing marketing environment calls for new marketing strategies and approaches to
recruit and retain participants in your program. This manual represents the latest, most
advanced and current techniques in promoting and marketing lifelong learning programs.
The Marketing Manual contains real, hard numbers and ratios for success. You’ll
find the answers that are critical in assessing your marketing success and budgeting. It
has an encyclopedic wealth of information useful and important to all professionals in
your organization, including your chief executive officer, decision makers, marketing
staff and programming staff.
Find key information on how to measure your marketing success, information central to
developing your strategic marketing plan, profiling your participants, segmenting your
markets and discovering your niche in the market-place. This information, not found
anywhere else, will provide executives and decision makers with critical data necessary to
oversee and manage your organization’s marketing operations.
This is the only marketing manual available that is specific to the field of lifelong
learning. It is relevant for those conducting continuing education, community education,
recreation, avocational or general interest classes, seminars and conferences, continuing
professional education, and other types of courses, classes and activities.
It will benefit professionals in colleges; universities; community colleges; private
colleges; technical colleges; public schools; associations; recreation departments; and
•How many market segments you should focus on.
•How to estimate how many registrations you have weeks BEFORE the event or classes
•The three no-cost marketing techniques every program should utilize
•How to do e-mail promotions
•What demographic data to collect from participants
•How to calculate the LifeTime Value of participants
•What a good repeat or return rate is.
•How long to keep someone on your mailing list
•Why you should mail to your best customers more than once
And much more...